To better manage budget allocation across markets and maintain a competitive advantage, the Petit BamBou team, in partnership with their agency Admiral Media, separated Apple Search Ads campaigns by keyword theme: brand, category, competitive, and discovery. With brand campaigns, they captured prospective customers actively searching for their brand terms on the App Store. To maximize keyword coverage with audiences interested in similar apps, the team divided category campaigns into different ad groups, capturing relevant customer needs that closely aligned with their app’s key feature categorizations (like meditation, breathing, and sleeping).
The Admiral Media team replicated this structure in every market they entered. Discovery campaigns with Search Match helped find new, relevant search terms specific to a market (such as a popular breathing technique in Germany) or specific to a language that could also be tested in several markets (such as French keywords in France, Belgium, and Canada). “Apple Search Ads is the easiest way to gain keyword insights quickly to understand the needs and competitive landscape of a new market,” says Petit BamBou Co-founder Benjamin Blasco. “With Apple Search Ads, we can increase our market share in the countries where we’re already well known, as well as lay the first bricks of our presence in new markets."